If you've done a bit of journalism, everyone assumes you must be moving into PR. We're absolutely not becoming a PR agency and we're not turning into Brunswick. We will remain SRU, but we will be owned by the Brunswick Group. It's quite different.

Imagine a State occasion where the Queen is wearing trainers with her tiara because she thinks it will make people like her better, more folksy. It's unthinkable. But that's patently the thought process Gordon Brown (or his spin doctor) went through before the Prime Minister appeared on the world stage in Beijing without his suit and tie.

For me, wearing a tie is a pleasure, a recherche one but a pleasure nonetheless. You could say that I'm avoiding tie avoidance. My own gorgeous collection runs into hundreds and I buy them the way I buy books - I simply can't pass a shop. I have loved them since I could spend my own money on them.

Decorators never quite saw the point of massing books. Books brought colour to a room and filled it up, but shelves bearing just one thing struck them as a decorative display opportunity tragically lost.

Successive generations of middle-class parents used to foist their own favourite books on their children. But some time in the late Eighties it began to wane - not because children had lost interest in adorable animals but because most of it was available on useful, pacifying video.

Eponymous brands aren't that popular with analysts and investors now. You can only take an eponymous brand with a living figurehead so far, they argue. What happens when they grow old and die? What happens when they misbehave and go seriously off-brand?

This may sound insulting to some of my cult studies friends, but there's a lot of cult studies people who ignore, shall we say, the wider canvas - because they simply don't know about its existence or they don't know how it operates.